What is Media Brief

How to prepare a media brief

Digital Marketing Media Brief

A thorough media brief is important for building an efficient media plan. All the relevant information required on a brand should be collected during a comprehensive and orderly way before writing the plan. Here are the main points to be covered in such a quick .

1. State the Marketing and Advertising Strategy.

The product’s marketing strategy addresses itself to the key issue of the way to move the business forward, following an summary of market trends. It consequently specifies what the product’s main source of volume is judged to be, e.g. from market growth, major competitors, or regional potential. this may successively affect the product’s regional and seasonal media spending (see section 4 below). The trade and consumer promotion strategy and execution should be understood, because this will influence media selection, timing and weight. The advertising strategy also impacts on media planning, because such goals as increased consumer awareness, help within the setting of short and long-term reach/frequency objectives.

2. Define the Target Group.

The target group definition is usually included as a part of the marketing objectives. It should be as precise as possible because it determines media evaluation and selection. The product’s target group should even be differentiated in terms of whether it constitutes users, buyers, or both because the customer of a product might not necessarily be the first user. additionally to defining the target groups in terms of demographic and merchandise usage, their media habits and any available lifestyle data should be considered also .

3. Collect Relevant Product Information.

Product information relevant to the media plan should be considered. for instance , product usage cycles might affect media scheduling or there could also be legal restrictions on the merchandise being advertised in certain media. In some instances, a product’s characteristics or image will influence the sort of media environment to be selected. Consider the merchandise purchase or usage from a location, time of day, day of week and specific media or scheduling may suggest themselves.

4. Assess Current Market Conditions.

Different variables within the product’s marketplace got to be evaluated for his or her impact on media planning. variety of those affect how the merchandise will set a budget level and allocate that budget both seasonally and regionally, e.g. in terms of brand name development, market development, competitive development, and competitive advertising spending. for instance , a “share of voice” goal relative to competitive spending levels might be established for a product whose volume growth is to return from specific competitors. additionally , individual regional or urban markets are often prioritized on the idea of their volume contribution or growth potential. This provides input to the media plan for the fine-tuning of media weight to individual market requirements.

5. Consider Creative Requirements.

Regulations which govern the general public acceptability of advertising copy could affect media selection, e.g. C.A.F., CRTC (which is transferring its beverage alcohol approval to C.A.F.), C.B.C., Commercial Acceptance, and therefore the CTV Telecaster Committee. Creative development in its initial stages can give early indication of the impact of message type and appeal on media selection. Some campaign themes could also be universal in appeal, and thus be adaptable for nearly any medium. Some campaigns will demand print and a particular size of space to accommodate the message.

6. Review Earlier Plans.

A review of the relevant aspects of previous plans provides an historical context during which to guage the present effort. Among the areas of consideration are previous weight levels, details of the various media used, and an evaluation of how the advertising was actually executive versus the first plan and business results.